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Report: Reviews Key to Attracting More Women Car Buyers

Wednesday, Feb. 26, 2014, 01:55 AM

By Auto Remarketing Staff

PITTSBURGH -

Women-Drivers.com’s 2014 Women’s Car Buying Report didn’t just cover the top brands as rated by female vehicle buyers, with Mercedes-Benz topping the list. It also pointed out a few marketing strategies that may attract more women buyers to your dealership.

According to the report, female buyers are spending less and less time shopping around and researching dealers and more time utilizing review sites.

“They value their time and use trusted car dealer review sites to help them determine where to purchase their next car,” the report states.

“When it comes to reviews, as compared to men, women are more generous in rating their dealership experience and leave higher scoring reviews,” site officials pointed out.

And the rise in review site visits may be directly tied to mobile usage.

According to Pew Research, approximately 80 percent of Americans will have smart phones by the end of 2014.

“This means more potential car buyers are scrolling through dealer review websites to find the best dealership experience in town,” site officials said.

Focus on reviews, yes, but dealerships may have to turn back to their own websites, as well.

According to the report, 41 percent of women said the dealer's website was not helpful.

On the other hand, the 26 percent of women who visited the dealer's Facebook page, 77 percent of women said the posts were helpful or interesting.

Focusing on your reviews and online reputation may help you get more women buyers into your dealership, but what will make sure they stick around?

According to the report, satisfaction with the dealership is key to closing a sale with a female buyer.

“If she is not satisfied with the dealership, she will walk out without making a purchase – and chances are almost 3 in 4 of those women shoppers will never return to that dealership again,” the report states.

According to the report, 72 percent of women who leave a dealership without purchasing will not return.

According to the report, the top three reasons women buy at a particular dealership is as follows:
1. Good treatment by sales person
2. Best price or deal
3. Dealer reputation

The report also outlined the top five reasons women buy from a sales adviser, as follows:
1. Trusting
2. Knowledgeable
3. Respectful
4. Likeable
5. Understanding